AI

How AI Is Changing Omnichannel Campaign Optimization—and Measurement

How AI Is Changing Omnichannel Campaign Optimization—and Measurement

  • ARF
  • Cross-Platform Measurement Council — Attribution Working Group

AI-optimized, omnichannel campaigns are changing how media are planned, activated and measured. Drawing on in-depth interviews with advertisers and providers, the ARF Cross-Platform Measurement Council’s Attribution Working Group examined omnichannel campaign tools such as Google Performance Max and Meta Advantage+, exploring their potential to simplify execution, optimize across channels and improve performance. Their research also identified important tradeoffs, including transparency, testing capabilities and ongoing measurement and governance challenges.

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A Year Inside the Psychology of GenAI: What ARF Research Reveals About How AI Thinks

A Year Inside the Psychology of GenAI: What ARF Research Reveals About How AI Thinks

  • Psychology of GenAI
  • ARF; MSI

After conducting eight studies over the past year, what has the ARF learned about the psychology of generative AI? Across experiments examining bias, identity cues, product recommendations, executive decision-making and AI-assisted research, four patterns repeatedly emerged: GenAI tends to compress human variability into dominant responses, subtle differences in prompting can meaningfully change outputs, different models bring their own constraints and tendencies and AI can imitate the language of expertise more readily than it can exercise expert judgment. Taken together, the studies suggest that GenAI’s greatest strength and its greatest risk may be the same: its ability to produce coherent, convincing answers can make compression, instability and missing judgment difficult to see.

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